Marketing Strategy: A Decision Focused Approach
(Sprache: Englisch)
7th edition. Looks at the concepts and theories of creating and implementing a marketing strategy.
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7th edition. Looks at the concepts and theories of creating and implementing a marketing strategy.
Klappentext zu „Marketing Strategy: A Decision Focused Approach “
Marketing Strategy, 7e is a focused, succinct text which can be used on its own or packaged with a case book. It covers the concepts and theories of creating and implementing a marketing strategy and offers a focus on the strategic planning process and marketing s cross/inter-functional relationships. This text distinguishes itself from competitors by maintaining a strong approach to strategic decision making. The Seventh Edition helps students integrate what they have learned about analytical tools and the 4P s of marketing within a broader framework of competitive strategy. Four key and relevant trends that are sweeping the world of marketing theory and practice are integrated throughout this new edition.
Inhaltsverzeichnis zu „Marketing Strategy: A Decision Focused Approach “
Section One: Introduction to Strategy Chapter 1 Market-Oriented Perspectives Underlie Successful Corporate, Business, and Marketing Strategies
Chapter 2 Corporate Strategy Decisions and Their Marketing Implications
Chapter 3 Business Strategies and Their Marketing Implications
Section Two: Opportunity Analysis
Chapter 4 Understanding Market Opportunities
Chapter 5 Measuring Market Opportunities: Forecasting and Market Knowledge
Chapter 6 Targeting Attractive Market Segments
Chapter 7 Differentiation and Brand Positioning
Section Three: Formulating Marketing Strategies
Chapter 8 Marketing Strategies for New Market Entries
Chapter 9 Strategies for Growth Markets
Chapter 10 Strategies for Mature and Declining Markets
Chapter 11 Marketing Strategies for the New Economy
Section Four: Implementation and Control
Chapter 12 Organizing and Planning for Effective Implementation
Chapter 13 Measuring and Delivering Marketing Performance
Bibliographische Angaben
- Autoren: Orville C Walker , John Mullins , Harper W. Boyd
- 2010, 7th Ed., Maße: 20,8 x 2,2 cm, Kartoniert (TB), Englisch
- Verlag: McGraw-Hill Higher Education
- ISBN-10: 0070171467
- ISBN-13: 9780070171466
Sprache:
Englisch
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